A/B Testing Set Up and Reporting

The Marketo Measure A/B Test integration allows you to track the revenue impact of your Optimizely and VWO site experiments. This article guides provides instructions on how to add Marketo Measure A/B Test sections to the Lead, Contact, Case, and Opportunity page layouts. We will also cover general reporting practices and recommendations for running Marketo Measure A/B report types.

Set Up

Add the Marketo Measure A/B Test sections on Lead, Contact, Case, and Opportunity. Marketo Measure A/B Test integration allows you to track the revenue impact of your Optimizely and VWO site experiments.

  1. Verify you are using package Marketo Measure v3.9 or later. You can do this by going to Salesforce > Set Up > Installed packages.

  2. Edit the Lead page layout and add the Marketo Measure A/B Tests Related List to the page.

  3. Click the Wrench button. Remove the stock “Id” field from the list of Selected fields. Add Experiment, Variation, and DateReported fields. Change “Sort by” to Date Reported, and select Descending in the drop-down.

  4. Under Buttons, uncheck New.

  5. Contact your Marketo Measure rep or Marketo Support to enable the feature.

Reporting

Customers have access to a couple of Marketo Measure A/B report types that allow you to report on A/B Test in relation to Leads, Contacts, and Opportunities:

  • Marketo Measure A/BTests
  • Marketo Measure A/BTests with Contact
  • Marketo Measure A/BTests with Lead
  • Marketo Measure A/BTests with Opportunity

A/B report types are used to report on which Lead or Contact or Opportunity has been exposed to an A/B test. Additionally, these reports can show you the amount of revenue tied to an Opportunity that was exposed to an A/B test.

It’s important to note that Optimizely/VWO is a content variation platform and not a marketing channel. Therefore, these Marketo Measure A/B report types are used differently than Buyer Touchpoint reports. Buyer touchpoint reports types are used to understand which marketing channel (e.g., paid advertising, web direct, social) drove a Lead or Contact to a specific page. However, Marketo Measure A/B report types cannot be used to report on how a variation influenced a Lead or Opportunity. Additionally, since an A/B test variation is not a channel, details about the variation will not appear on the Buyer touchpoint.

Here are some common fields we recommend using when reporting on A/B test to help increase clarity and insight:

  • Lead converted
  • Experiment
  • Experiment ID
  • Variation
  • Variation ID
  • Date Reported

Salesforce Example Reports

Marketo Measure A/B Test with Lead

Marketo Measure A/B Test with Opportunity

On this page